WITH ALL MY HEART

client: Bayer / product: ASPIRIN CARDIO

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  • Market situation:

  • According WHO organization Ukraine leads European statistics on cardiovascular disease, it means that: 1) Ukrainians are not paying enough attention to the disease which still is perceived as niche, 2) recent communication of Aspirin Cardio and its competitors do wrong job and doesn’t attract enough attention (portray typically overused clichés, doesn’t differentiate product in mix, work on awareness doesn’t taking in to account consideration notes).

  • Tasks & Initiatives:

  • Develop TVC and KV creative materials. Communication should work on awareness and consideration, should be relevant to audience and stand alone in clutter. Should focus on consumer benefits rather rational attributes of product.
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  • Our idea:

  • You are as old as you feel, and in our world your age and physical condition depends on you more then ever. If you take care of your health stay active and stay young in heart you may look younger and more active then people who are in mid 40-s.
  • Our idea was instead showing heart attacks and their sad effects, to focus on heart care which ensure long living and lighthearted mood.